Transcript Chapter 14
Chapter 14 PUBLIC RELATIONS AND MARKETING PUBLIC RELATIONS, PHYSICAL EDUCATION, AND SPORT REASONS FOR PUBLIC RELATIONS: • CLARIFY IMPORTANCE • INCREASE RECOGNITION • EDUCATE THE PUBLICS • IMPROVE UNDERSTANDING • GAIN TRUST AND CONFIDENCE • SHAPE ATTITUDES AND ACTIONS BY PERSUASION “PUBLIC RELATIONS” DEFINED - PLANNED EFFORT TO INFLUENCE PUBLIC OPINION THROUGH COMMUNICATIONS AND ACTIONS - POSITIVE RELATIONSHIP OF AN INSTITUTION OR ORGANIZATION TO ITS CONSTITUENCIES THE MANY PUBLICS CONSIDER • • • • • • • RACE GENDER ETHNICITY ECONOMIC STATUS DISABILITIES RELIGION ETC. PURPOSES OF SCHOOL PUBLIC RELATIONS • PROVIDING PUBLIC INFORMATION • PROMOTING CONFIDENCE IN SCHOOL • GATHERING SUPPORT FOR PROGRAMS AND FUNDRAISING INITIATIVES • PROMOTING VALUE OF EDUCATION • IMPROVING COMMUNICATION • EVALUATING SCHOOL PROGRAMS • CORRECTING MISUNDERSTANDINGS PLANNING THE PUBLIC RELATIONS PROGRAM • • • • ESTABLISH SOUND P.R. POLICIES IDENTIFY PROGRAMS TO PROMOTE IDENTIFY CONSUMERS’ DESIRES DECIDE FACTS AND IDEAS TO SHARE WITH TARGETED POPULATIONS • EFFECTIVELY PLAN P.R. STRATEGIES • IDENTIFY COMMUNICATION PROCESSES AND SPOKESPERSONS GUIDELINES FOR SOUND PUBLIC RELATIONS • CONSIDER INTERNALLY BEFORE EXTERNALLY • DETERMINE THE “IMAGE” • OUTLINE AND WRITE DOWN • SELECT PROPER “PR” PERSONS • CONSIDER PUBLICS • FUND ADEQUATELY ESSENTIALS OF PUBLIC RELATIONS PROGRAMMING • • • • • • • • PROGRAM AND STAFF PRINT MEDIA / NEWS RELEASES PICTURES AND GRAPHICS COMMUNICATIONS DISCUSSION AND ADVISORY GROUPS RADIO AND TELEVISION FILMS AND VIDEO POSTERS, BROCHURES, EXHIBITS NEWS RELEASES • GET THE MESSAGE ACROSS - (WHO, WHAT, WHEN, WHERE, HOW, & WHY) • USE ASSOCIATED PRESS (AP) FORMAT • BE CONCISE - (ONE PAGE SHOULD DO) • IDENTIFY MEDIA PERSONNEL/OUTLETS AND CULTIVATE RELATIONSHIPS • MAIL RELEASES IN ADVANCE OF EVENT • INCLUDE ALL RELEVANT MATERIALS • SEND A NOTE OF THANKS RADIO AND TELEVISION PREPARATION • • • • • • • KNOW YOUR MESSAGE KNOW THE PROGRAM KNOW THE BROADCASTER KNOW THE TARGET AUDIENCE TAILOR THE MESSAGE TAILOR THE PRESENTATION PRACTICE! PUBLIC RELATIONS IN ACTION • • • • • JUMP ROPE FOR HEART HOOPS FOR HEART MOVE TO IMPROVE (NASPE) NATIONAL GIRLS/WOMEN IN SPORT DAY NATIONAL PHYSICAL FITNESS AND SPORT MONTH • THE PRESIDENT’S COUNCIL ON PHYSICAL FITNESS AND SPORTS PUBLIC RELATIONS IN SCHOOLS & COMMUNITIES • MOST EFFECTIVE MEDIA FOR SCHOOLS – THE TOTAL PHYSICAL EDUCATION AND SPORT PROGRAM – PERSONAL CONTACT – NEWSPAPERS – PUBLIC SPEAKING – DEMONSTRATIONS AND EXHIBITS MARKETING PHYSICAL EDUCATION/SPORT PROGRAMS • MARKETING – TRIES TO IDENTIFY CONSUMER DESIRES FOR PRODUCTS AND SERVICES – TARGETS SPECIFIC POPULATIONS – PROMOTES PRODUCTS AND SERVICES – DEVELOPS STRATEGIC MARKETING PLANS PRINCIPLES OF MARKETING • • • • • CUSTOMER PRINCIPLE COMPETITION PRINCIPLE PRACTICE PRINCIPLE CROSS-FUNCTIONAL PRINCIPLE CONTINUOUS IMPROVEMENT PRINCIPLE • STAKEHOLDER PRINCIPLE THE MARKETING PROCESS • ORGANIZATION MISSION AND OBJECTIVES • MARKET OPPORTUNITY ANALYSIS • MARKETING STRATEGY • IMPLEMENTATION • EVALUATION MARKETING STRATEGY • SELECT ONE OR MORE TARGET MARKETS • SET MARKETING OBJECTIVES • DEVELOP AND MAINTAIN AN APPROPRIATE MARKETING MIX (the six Ps) THE SIX Ps • • • • • • PRODUCT/PROGRAM PRICING STRATEGIES PLACE OR DISTRIBUTION STRATEGIES PROMOTION STRATEGIES PRODUCTION/PROGRAM STRATEGIES PUBLIC IDENTIFICATION